What if the future of grocery shopping is free, ad-supported, and built to eliminate waste instead of maximize markups? Josh Cliffords, founder of Free Water, is turning that idea into a real business model - and he’s now mapping how free or negatively priced products could power everything from supermarkets to supply chains.Josh explains how a bottle of water can cover its own packaging, production, shipping, donation, and profit through ads, why his long-term vision goes far beyond water, and how “consecutive delivery” could radically change logistics, warehousing, and even e-commerce. Dre and Kevin push on the hard questions around scale, resistance, tariffs, ethics, and whether this model can survive the real world.You’ll discover:

• How Free Water works and why the ad space on the bottle pays for the entire system
• Why Josh believes free supermarkets could replace today’s waste-heavy grocery model
• The idea behind “consecutive delivery” and how it could cut supply chain costs dramatically
• What “honest data” is and why Josh thinks it can reveal what people actually want without price distortion
• How AI, robotics, and one-to-one ads could make free and negatively priced products more scalable

Josh also breaks down the challenges holding the vision back, from manufacturing costs and tariffs to supplier pushback and the politics of what can - and cannot - be printed on a product. He shares why he’s building an engineering book on free and negatively priced businesses, how projects in dozens of countries are already adapting the model, and why a future with no ads at all is still the end goal.If you’re fascinated by unconventional business models, supply chain innovation, ethical entrepreneurship, or the future of commerce, this conversation will change the way you think about value, waste, and what a company can actually be.

Josh Cliffords

is the founder of Free Water and the author of How to Make a Free Product Company, known for pioneering an ad-supported model that funds free consumer goods and donation-driven distribution.